Yo no me escondo.

Thank you for allowing me the opportunity to share my thoughts and concerns about the negative feedback you have received in response to “Brown is the New Green,” and Phillip Rodriguez’s vision.

First off, allow me to introduce myself as a daughter of Mexican immigrant parents. My father crossed the border illegally and my mother had a green card. Fast forward to 30 years after my parents wed to learn that my father became a Mechanical Engineer / Machinist and my mother a homemaker.

They purchased three U.S. Homes in predominantly Anglo, middle-class neighborhoods, raised four children that went to college, saved money and had vacation homes outside of the country. (Reminder: he was penniless when he immigrated in the early 60s and had worked in such varied jobs including farm work and restaurant help).

My paternal grandfather was a “brasero” and worked on the U.S. Railroads in the early part of last century – a very common immigration story. My mothers family, on the other hand, were involved in local Mexican government, traveled extensively throughout the world and immigrated because they ‘wanted to,’ a not so common immigration story.

AND, I lived in Mexico for four years!

Combine the minds of these two great people which believed in Spanish at home, English outside of the door, living in the U.S. AND in Mexico, and the product is ME: bilingual, bicultural, trend-driven AND –setting, professional Latina living in predominately Anglo, upper-middle class neighborhood.

That being said, I know, understand AND LIVE what George Lopez discussed in Philip Rodriguez’s documentary. I live the reality of speaking English during the day, and consuming English-language media and living a completely bicultural lifestyle. George Lopez said what many are scared to say: Being Latino doesn’t mean that you ONLY communicate in Spanish or ONLY consume Spanish-language media. Latino-focused ad’s DO NOT reach all Latinos.

On the flip-side, being a marketer doesn’t mean that you can sit behind your desk with a fancy college title and claim to understand the Latino population because YOU speak Spanish or YOU have a Spanish surname. It’s unfortunate that those same professionals hire key staff to lead Hispanic initiatives that are NOT Hispanic. Other marketers provide feedback on creative copy in SPANISH when they, not only can not speak it, but understand the nuances of Mexican-Spanish vs. Puerto Rican-Spanish.

How then can those marketers be trusted to create communications programs and initiatives to reach ALL Hispanics living in the U.S., when they turn a blind eye to seeing what is clearly in front of them? Reaching to Latinos is not JUST a language issue. Spanish-language media isn’t dead, but it ISN’T the only way to reach ALL Hispanics. Our conversation alone was proof of that: we spoke in English. I am emailing a response in English.

I wouldn’t go as far as to agree that Spanish-language PR and/or advertising is dead. From my vantage point, it has evolved. Spanish-language or Hispanic angles are not for all products that reach all Latinos. Just like the Anglo market is segmented into age groups, income levels, etc., Hispanic target markets have also evolved.

Rodriguez’s documentary couldn’t have come at a better time. The U.S. Is at the cusp of not only redefining itself as a nation, but the Latino population is reaching critical mass and making a large dent in several areas of our economy. As you clearly stated Gene, we owe it to ourselves to “ begin to work on an open process of understanding and strategically preparing models that address the changing US Hispanic Consumer.”

And if that means that the majority of agencies will have to redefine their vision, key executives jump ship, or clients exchange hands, so be it. In the end, we are all doing it because we believe in our work AND want to do what is best for our client.

Ana Lydia Ochoa
padma media & marketing
o.310.598.5735
f.310.598.5734
c.310.403.5299